Jennifer Lopez smiling at new Bangkok Guess store

Los Anglesbased clothing brand Guess has opened a new store at CentralWorld – its first in Southeast Asia – where the concept is “White Doctrine”.

The 2,300squarefoot shop is indeed bright white, as if scrubbed for spring – and the introduction of actresssinger Jennifer Lopez as the new face of its advertising campaign.

Regarded as a brand for the young, sexy and adventurous, Guess has stocked the Bangkok store with more than 1,000 pieces of jeans, tshirts, jackets, dresses, jewellery, timepieces, handbags and other accessories.

There’s readytowear for both men and women and denims displayed according to type, wash and size. There are fully accessorised musthave looks.

Lopez says Guess cofounder Paul Marciano called to ask if she’d be the new Guess Girl and she was thrilled, having adored the brand since she was a teenager.

“When you look back at the early Guess campaigns, you see all these beautiful models and iconic images that Paul created,” she says. “It’s a tremendous compliment to have been selected for the Guess Spring 2018 campaign.”

Marciano did the artwork for the campaign and fashion photographer Tatiana Gerusova got the pictures, drawing inspiration from Lopez’s career in Las Vegas and Hollywood.

“Jennifer Lopez is a Guess Girl dream – an accomplished artist, iconic and sensual,” says Marciano. “Jennifer’s impact and influence continues to grow, and this campaign celebrates the notion that women get more beautiful and talented as they gain life experience. Her beauty and class shine through this campaign.”

Guess began as a jeans company in 1981 and has since become a global lifestyle brand, designing, marketing, distributing and licensing contemporary apparel and accessories.

As of January 2017, it had 945 retail stores around the world and licensees and distributors operating 735 more outlets.